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Digital camera vendors can no longer afford to assume that the market for their products is undifferentiated and monolithic. Now that digital cameras have mass-market appeal, thoughtful target marketing can mean the difference between being an also-ran and a market leader. There are many different market segments that vendors can choose to tap into with the right products and marketing messages. As Eastman Kodak has demonstrated, paying close attention to the varying needs of customers can make a huge difference in market share relatively quickly. Coming from behind, Kodak has managed to carve out a leadership position in the U.S. digital camera market in part because its products and brand appeal to women.
Inside the Mind of the Digital Photographer: A Complete Photo Behavior Profile by Gender, Age, Education, and Income takes a close look at digital photographers through four demographic vantage points that illuminate often-striking differences in photo behavior. These differences are signposts for new market segments awaiting the attention of savvy vendors.
This report answers questions such as:
Do men and women use digital cameras in the same way?
How does photo-printing behavior vary by age group?
What role do educational background and income play in consumers' photo behavior?
Determining the answers to these and other key questions is vital for digital camera vendors, photo printer vendors, photofinishers, and other vendors seeking to profit from consumers' growing interest in digital photography.
Inside the Mind of the Digital Photographer: A Complete Photo Behavior Profile by Gender, Age, Education, and Income is based on a survey conducted in October and November 2004. More than 1,200 respondents answered the Web-based questionnaire.
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